How do I check if an agency in Dubai is running my Google Ads honestly?

I hired a Google Ads agency for my business in Dubai, but I feel like I am not getting enough clarity on where my ad budget is going. What are the signs that an agency is managing Google Ads properly, and how can I verify everything myself?

When I hire a Google Ads agency, I do not simply look at the number of leads they report. I verify whether I have full visibility into the account and whether the data supports their claims.

The first thing I check is account ownership. The Google Ads account should belong to my business, not the agency. If the agency created the account, I ask for administrative access. An honest agency has no reason to hide account access from me.

Next, I review where my budget is going. I look at campaign spend, clicks, conversions, and search terms. If I see large amounts of spending on irrelevant keywords or very broad searches that do not match my services, I ask for an explanation. A trustworthy agency should be able to explain every major spending decision.

I also compare the leads reported by the agency with the actual enquiries my business receives. If the agency claims 100 conversions but my sales team only received 20 genuine enquiries, something is wrong. I always verify leads through my CRM, phone records, contact forms, or WhatsApp enquiries.

Another important check is conversion tracking. I ask the agency exactly what they count as a conversion. Some agencies report page views, button clicks, or other actions as conversions even when they do not represent real business enquiries. I want to know how many phone calls, form submissions, bookings, or sales came from the campaigns.

I regularly review the search terms report. This report shows the actual phrases people typed before clicking my ad. If I find unrelated searches, I question why my budget is being spent on them. A well managed account should continuously add negative keywords to reduce waste.

I also pay attention to transparency in reporting. An honest agency shares both successes and problems. If I only receive positive reports and never hear about challenges, missed targets, or opportunities for improvement, I become cautious. Real campaigns always have areas that need optimization.

For businesses in Dubai, I specifically check location targeting. I want to confirm that my ads are reaching the locations and audiences that matter to my business. If I serve only Dubai but receive clicks from irrelevant regions, I ask why that traffic is being purchased.

Finally, I watch for warning signs such as restricted account access, vague reports, refusal to share keyword data, unexplained increases in spend, or promises of guaranteed rankings and guaranteed leads. In my experience, honest agencies focus on measurable business outcomes and provide complete visibility into how they manage advertising budgets.

The simplest test is this: if I can access the account, see where every dirham is being spent, verify the leads independently, and receive clear answers to my questions, I usually feel confident that the agency is managing my Google Ads honestly.